McDonald's wants to squeeze more profit from dollar menu

07/24/2008 | Advertising Age (tiered subscription model)

Facing the pressure of rising food prices, McDonald's franchisees are looking for changes to the chain's dollar menu, which currently accounts for roughly 14% of U.S. sales. McDonald's president and COO Ralph Alvarez said, "From a promotional point of view, we've got to be much more careful on balancing driving traffic while maintaining margins."

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